Sophia Kim.

Creative Direction 
Experiential I Spatial I Retail  

Strategy

Amorepacific brands are part of the Sephora account, and the May 2026 updates focused on strengthening brand identity, supporting new product launches, and improving in-store functionality across multiple fixtures.

 

For Sulwhasoo, the focus was to support the launch of new products, including the Sun UV Cushion Compact and FCAS Eye Serum. The project aimed to enhance product visibility and create stronger hero moments within existing gondola fixtures while maintaining consistency with the current VMD system.

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For Tata Harper, the objective was to completely redesign the TIP endcap following the brand’s acquisition into the Amorepacific portfolio. The strategy centered on elevating Tata Harper’s presence within Sephora while preserving the brand’s established luxury positioning and visual identity.

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For Aestura, the strategy was to refresh the moisture category on Shelf 1 with an updated glorifier that would improve storytelling and create stronger visual impact at shelf level.​

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Design Approach

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Tata Harper

The design direction for Tata Harper was inspired by the brand’s core visual language, signature green tones, nature inspired elements, premium finishes, and subtle champagne gold accents.

To balance aesthetics with functionality, the VMD incorporated slanted shelving to improve product accessibility and presentation while maintaining a clean, elevated appearance. Close collaboration with the Tata Harper brand team ensured alignment throughout the development process.

 

Sulwhasoo

For Sulwhasoo, the existing slanted shelf structure on the FOU and TIP gondolas was retained to maintain continuity across fixtures. New glorifiers were integrated to create focal points that emphasized the latest launches and elevated product storytelling.

Custom holders for the Sun UV Cushion Compact and FCAS Eye Serum were also introduced to improve product organization, visibility, and customer interaction.

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Aestura

The Aestura moisture shelf refresh introduced a new glorifier element designed to modernize the shelf presentation while reinforcing the brand’s clean and clinical aesthetic. The updated layout aimed to create a clearer visual hierarchy and stronger shelf presence within the Sephora environment.